Food waste is a serious issue here in the UK, for every meal eaten in a UK restaurant, nearly half a kilo of food is wasted – through preparation, spoilage and what’s left behind on the plate. We were overjoyed to be chosen by the Sustainable Restaurant Association to develop an identity, window stickers, posters and also design and build the website for the campaign. Yoke’s dream project!
Yoke built a fully responsive site for the campaign, looking great on large desktop screens but folding neatly down to smartphone resolution.
Then the homepage reveals the map of supporting restaurants.
Content page design
We added a neat slideshow which brought to life the quotes from the famous chefs.
The responsive approach we took meant the site folds down seamlessly to smartphone resolution.
We created a stripped back version of the map that can be accessed from the mobile homepage. This allowed users on-the-go to find supporting restaurants easily.
Yoke design the main identity that would be used for the campaign, this was to be rolled out across all the marketing material. Most importantly this was to be produced as a sticker that would seal the boxes, and act as a window sticker for supporting restaurants. After experimenting with various designs and doing a fair amont of user testing you can see the application of the final design here.
We built the whole site using WordPress that offered us enough power and scalability to offer the SRA everything they needed. The main technical challenge was to enable the automation of adding a pin to the map to illustrate a supporting restaurant, also allowing users to search this map by postcode to find supporting restaurants close to them.
Once the form is submitted and approved the restaurant is added to the content management system for the SRA to manage, and a pin is created automatically and placed on the map to represent their location. The pin is then click-able by the user to find out more information about the restaurant and how to get in contact with them.
The core restaurant directory is in communication with their newsletter software and also their CRM software so there are no duplicates of information and actions only have to be carried out once, drastically reducing workflow and making happy workers.
The campaign has received amazing coverage in both the London and national press. We had some very famous people on board and this really helped to raise the profile of the campaign and also the awareness levels in the general public.
Social media proved invaluable again in the marketing and communication associated with the campaign. Twitter comes into it’s own in this situation, allowing people to share the message like never before. We had a few quite well known tweets too…
…and a couple of the larger News agencies also ran the story…
With the campaign getting such great national exposure the main measuring criteria of the success of the website in particular was the ease of which users can log on, sign up or find their restaurant. We had over 3500 hits the first morning, after optomising the site fully to be fast to download this really helped with site traffic and dealing with large user numbers. We have had many restaurants sign up through the site, as you can see on the main map on the homepage, and the CMS dealt with it seamlessly, making sure to keep the SRA in the loop with sign up notifications. We think the SRA are pretty happy with the outcome too, we just finished our Thank you cake 
At Yoke, we are over the moon with the project. To get to work with such amazing people as those at the SRA on a project with such creativity and energy behind it we feel truly blessed. We feel really positive about our connection with the SRA and guess what, next step is the redesign of the main site. Better get planning!
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